Managing director, UK and Ireland

Designer collaborations have had mixed reactions in recent years but Kate Moss’s partnership with Topshop shows there is a great appetite for affordable designer collections.

H&M’s latest collection with designer Matthew Williamson had fashion die-hards queuing outside some of its UK stores from 4.30am. The youthful Olsson enjoys the buzz that the collaborations create and demand for previous designer or celebrity tie-ins has invariably been overwhelming.

A staunch brand ambassador for the Swedish chain, Olsson says that the value H&M gives its customers is not just lower price but also fresh fashion lines and the good quality for the price.

As young fashion and the value sectors continue to buck the gloomy downward trend H&M remains well placed to emerge as a shining performer of the recession.